We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Building a Services Brand - Essay Example

Comments (0) Cite this document
Ramakrishna Surampudi 06 August 2011 Building a Services Brand Introduction: A study points out that in 1989, 62.6% of the workforce in India was engaged in agriculture, 10.8% in industry and 15% in services. In stark contrast, in the same year, in the United States, 2.8% of the labor force was absorbed in agriculture, 18.4% in industry and 78.8% in services (Dash 109)…
Download full paper
Building a Services Brand
Read TextPreview

Extract of sample
"Building a Services Brand"

Download file to see previous pages Striking a balance between the customer-centered approach and the internal orientation towards the centrality of staff is the key to the development of a service brand. This paper attempts an overview of the available literature on services brand building and then correlates it with the opinions of leading-edge brand consultants. Literature Review: The existing models of brand building, by and large, are biased towards the goods sector with little or no relevance to the services sector. Aaker’s brand identity planning model (Aaker et al. 40), Kapferer’s hexagonal brand identity prism model (Kapferer 182) or Ind’s insistence on organization-wide commitment and employee-centric approach (Ind 24) hardly has any principles that can have useful application in services brand building. However, the four-dimensional brand asset management strategy proposed by Scott M Davis (Shay 438) and the four-step process suggested by Gregory and Sellers focus on a combination of internal and external factors and are therefore worth considering in the present discussion. Davis’s model includes the phases of developing a brand vision, determining the brand picture, devising a brand asset management strategy and devising a supporting culture. ...
According to de Chernatony, the definition of brand image includes the three components – promise, emotional values and rational values (Schmid 1). Overall, there is a paucity of literature about building services brands and this could be because brand building, by its very nature, is dynamic. Moreover, new services are often included under the existing and established corporate brands. The need to build a corporate brand from scratch rarely arises. As for the question of who must take charge of the task of building services brands, the limitations in the traditional brand manager concept have already become obvious and category managers are replacing brand managers (Batra et al. 25). Considering the multi-faceted role of CEOs and the declining role of marketing departments (Hulbert et al. 55), it certainly is a good idea to have an exclusive executive and a cross-functional team with sole responsibility of brand building. Toffler ventured a little further and advocated user generated branding by way of prosumerism (Burmann et al. 75). In all this, the HRM has a crucial role to play as recruiting, training and motivating employees is as important as understanding and fulfilling customer needs (Thomson et al. 819). Kaplan and Norton too endorse the idea of internal / external balance through their ‘balanced scorecard’ (7). Ambler goes to the extent of saying that internal marketing should precede external efforts (113). What the experts say: With respect to developing service brands from scratch, the questions that precisely need to be answered are: (i) Who is involved? (ii) What are the stages that firms go through? and (iii) Which orientation is ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Building a Services Brand Essay Example | Topics and Well Written Essays - 1250 words”, n.d.)
Retrieved from https://studentshare.org/tourism/1430092-summary-of-the-article
(Building a Services Brand Essay Example | Topics and Well Written Essays - 1250 Words)
“Building a Services Brand Essay Example | Topics and Well Written Essays - 1250 Words”, n.d. https://studentshare.org/tourism/1430092-summary-of-the-article.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
Brand Building Through Cause-Related Marketing: A Case Study of Coca Cola Artic Home Project
In order to distinguish their products and services from those of other businesses, businesses are increasingly adopting cause-related marketing strategies (Lamb, Hair, & McDaniel, 2012). Cause-related marketing is believed to be an effective tool for building and/or improving or sustaining brand and/or corporate reputation (Varadarajan & Menon, 1988).
20 Pages(5000 words)Essay
Brand Building
Maintaining a strong brand image enables an organisation maintain its place within the market while also sustaining its profitability. Brand image refers to the impression in customers’ minds of the total personality, both real and perceived qualities, of a brand.
4 Pages(1000 words)Essay
Building Services
There are also suggestions on how to select suitable heating and ventilation systems for each room taking into account their position within the building and the activities each is meant for. Lastly, there are suggestions on where to optimally place heat emitters, air supply/extract terminals, heating system boilers and ventilation system air handling units within the occupied area.
3 Pages(750 words)Essay
Building Engineering Services Essay
The general structure of any vertical transport system makes use of a screw which is in conjunction with a friction-free nut. The screw is mounted in a way such that during use it remains in tension rather than in compression; as it can bend due to compression.
9 Pages(2250 words)Essay
Brand building for facilitating the launch of Dogerita mineral water
German Share Company decided to pursue something different and found a source of natural spring water. The discovery of perfect quality water without any necessary changes or alterations led to their new endeavour-Dogerita mineral water. In order to successful launch Dogerita mineral water, the company must develop a brand and a brand strategy.
2 Pages(500 words)Essay
Building Engineering Services
The proper drainage systems undertake diverse roles like prevention of environmental contamination, very low energy consumption in disposal operation and ensures proper hygiene and sanitation. The fluid flow in any drainage system is considered as free surface flow and hence are designed using Manning's formula.
6 Pages(1500 words)Essay
Building Engineering services
It also gives an overview on what are some of the ways the management adopts during various stages viz – design, procurement, deployment & maintenance of building services. This document also highlights the role of different agencies or firms involved during the process at
11 Pages(2750 words)Essay
Brand Building Strategies
Proctor and Gamble uses the corporate branding strategy to promote its products. Products such as Crest, CoverGirl, Christina Aguilera Perfumes, Dolce & Gabbana, Bounty, Tide, and Pringles are just a
2 Pages(500 words)Essay
On the other hand, the Chinese are highly receptive to imported goods. Because of this global brands became very popular among Chinese consumers. The Chinese consumers are more similar to Western consumers than Asian ones (Hilliard et al., 2012). Without a doubt, Chinese
18 Pages(4500 words)Essay
Building Successful Brand of Toyota

According to the research findings, it can, therefore, be said that with over 333,000 employees across the world, Toyota was ranked as the largest manufacturer of automobiles by production in 2012, while also ranking as the most valuable global automotive brand despite heavy competition from other companies like Nissan, Volkswagen, and Audi.

5 Pages(1250 words)Essay
Let us find you another Essay on topic Building a Services Brand for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us